According to Jim Lukaszewski, in a crisis, effective decisions and actions must precede communication. The reality is that once the instant of crisis has occurred, the process of recovery has begun. Recovery can be quite complicated and lengthy. The operational response goal is to put the focus truly on the first 1-3 hours of a crisis. This will then assure that tone, tempo, scope, and intent are established powerfully and constructively. Emergency communication response priorities must also address appropriate operational action. In addition to this, it must match the expectations of all potential audiences who could be affected or afflicted by your actions or by the crisis situation.
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